Toronto residents in a froth over insulting beer ad

TORONTO - When Torontonians learned of a B.C. Coors Light billboard with the slogan "colder than most people from Toronto" the reception was so chilly that the company now says it is pulling the ad.

Ferg Devins, Molson Coors Canada chief public affairs officer, said the company will pull about 30 billboards that ran throughout B.C.

"We basically realize we've had a misfire here," Devins said. "It was a local insight. The intention was kind of playing off an East-West rivalry, but we're sorry because obviously we've offended some people."

Shortly before noon, Molson Coors Canada announced, via Twitter, that it decided to pull the ads, which are part of a Coors Light campaign that encourages people to complete the phrase "colder than ..."

The ad that has caused all the controversy was designed by the firm DraftFCB, which is based in Toronto.